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Successfully advertising and marketing a enterprise requires fairly a little bit of content material. That being mentioned, you don’t all the time have time to create the varied sorts of content material you have to be creating. Whereas diversifying your content material technique with as many several types of codecs as you may deal with is often the way in which to go (extra on that later), there are occasions whenever you may end up making an attempt to resolve which path to pool your sources in direction of.

Each blogs and podcasts are conversion-driven content material strategies which can be value your effort and time. On the running a blog entrance, firms who produce blogs see a median of 67% extra leads than firms who don’t. In the meantime, the quantity of month-to-month podcast listeners has grown 54% in simply the previous three years, suggesting a ton of potential for grabbing the ear of potential prospects.

There are clearly huge advantages to those content material methods, however how do you resolve which is best to contemplate for your enterprise? We’re breaking down the advantages and potential pitfalls of each, in addition to why you most likely need to contemplate tackling each for content material advertising and marketing success.

Running a blog

Running a blog is a mainstay technique. Most manufacturers have been prioritizing running a blog for years, whereas some have discovered it troublesome to stay to an editorial calendar. If you end up questioning if running a blog actually is all it’s cracked as much as be, it’s time to dive into the advantages in addition to issues to remember.

Advantages of Running a blog

1. It will possibly enhance search engine optimisation

Performed proper, running a blog is superior for search engine optimisation, which suggests larger rankings on search outcomes pages and extra site visitors to your web site (about 55% extra, to be actual). Nonetheless, there’s a way to this insanity, so it’s a must to make certain to prioritize search engine optimisation all through the content material creation course of.

2. It will possibly enhance ROI

In 2019, entrepreneurs who prioritized running a blog noticed a 13X larger ROI than those that didn’t. Why? Effectively, whenever you create weblog content material, you’re basically fueling your electronic mail advertising and marketing. You’re offering leads with high-quality, informative articles that reply their questions and handle their ache factors. And whenever you do this, you’re constructing belief and shortening the lead cycle.

3. It may be simpler than advertisements

Standalone advertisements have their place, however 70% of shoppers say they’d slightly study an organization via articles than ads. Paid advertisements are nice at grabbing the eye of latest leads and catching them the place they’re already engaged (social media platforms or different on-line websites that promote advert house). Nonetheless, they don’t do a lot to coach leads on a necessity they’ve or a query they’ve answered. That’s the place running a blog is available in.

Issues to Hold in Thoughts About Running a blog

1. High quality takes time

 Writing is tough work, and the typical submit takes practically 4 hours to supply. You must consider all of the levels of the content material creation course of: ideation, analysis, writing, modifying, optimizing for search engine optimisation and including the fitting backlinks, one other spherical of edits, then distribution.

2. There’s steep competitors

It’s positively doable to succeed along with your blogs, however you’ll have quite a lot of competitors in doing so. There are greater than 600 million lively blogs on the internet, and should you’re late to the running a blog sport, your opponents most likely already have you ever beat.

3. It’s not nearly textual content

The simplest blogs at this time include pictures, statistics, and contributor quotes along with phrase copy. So whereas it’s nice to create constant written content material, it’s essential to even be incorporating visible content material, knowledge, and enter from business influencers into your running a blog technique.


Podcasting has exploded previously couple of years. They’re an effective way to get your model in entrance of a brand new viewers and interact in a brand new manner. Not like running a blog, podcasting isn’t essentially a pillar of any advertising and marketing plan, however that doesn’t imply there isn’t tons of worth from having one.

Advantages of Podcasting

1. It’s a rising medium

Podcasting isn’t as standard as running a blog with companies, however with 37% of Individuals listening to podcasts each month, there’s an enormous probability to make a mark. Getting concerned with one thing whereas it’s nonetheless rising means you may have extra time to construct a stable viewers and faucet right into a much less saturated market.

2. The format is perfect for schooling

Should you’re trying to share tons of perception, private expertise and develop into a thought chief in your house, podcasting is a good format to contemplate. This sort of agenda could be amplified via visitor appearances or by internet hosting your personal podcast. The previous can also be perfect for tapping into third-party credibility and a bigger viewers.

3. It’s “sensible” tech-driven

Tons of individuals now personal sensible audio system like Amazon Alexa and Google Residence, each of which are perfect for podcast consumption. With podcasts being out there on completely different platforms, it makes your model extra accessible to the lots.

Issues to Hold in Thoughts About Podcasting

1. It’s not fast

This isn’t a quick-win sort of deal. Podcasts take quite a lot of time to plan, produce, and edit, and it could possibly additionally take time to achieve a following. Like running a blog, that you must have consistency, endurance, and technique to drive these efforts in direction of success.

2. It’s not CTA primarily based

You’ll be able to actually finish your podcast with a verbal CTA or a promotion of some form, however you’ll clearly miss out on having a clickable button. As an alternative of driving digital interplay, your podcast is extra about engagement and model consciousness. So, should you’re hoping to make use of a podcast to promo a brand new product, that may actually occur, nevertheless it will not be as impactful as you hope.

3. It’s not intuitive

You’ll have lots to be taught earlier than you may publish your first podcast — actually greater than that you must be taught to create a weblog submit. It’s necessary to do your analysis and see what sort of instruments you’ll want to make sure a transparent, high-quality sound. This might imply renting out house and investing in costly tools. You’ll additionally need to make certain no matter community you be a part of is smart to your podcast focus and model.

Why Not Simply Do Each?

They could differ in format, however blogs and podcasts each share a number of the similar primary components, together with the necessity to hone in in your target market and to create well-researched, unique content material. It could appear intimidating to get the ball rolling with only one, not to mention each, however these elemental overlaps imply that quite a lot of the work is comparatively the identical — you may even flip your weblog analysis right into a podcast on the identical subject and vice versa.

Doing each running a blog and podcasting additionally helps fill within the gaps that one or the opposite could go away behind. For instance, you might have variations inside your viewers of who’s extra more likely to interact with one medium over the opposite (males, for example, are barely extra tuned in to podcast listening than girls).

In the end it’s as much as you to resolve what you may have the bandwidth for and what makes probably the most sense to your viewers and your aims. And because of the expansion in digital advertising and marketing instruments, it’s simpler than you could be pondering to get began with both format — and no, you received’t want a level in radio to start publishing podcasts.

Assess your advertising and marketing targets and your price range when figuring out the place your sources ought to be funneled, and all the time hold an in depth eye in your knowledge analytics to see how your numerous efforts are performing.

Which Ought to Your Small Enterprise Prioritize? Running a blog or Podcasting?